The Class of 2012 Grows up Green: College Students Back on Campus in Record Numbers, with More Green in Their Pockets and Greener Practices on Their Minds

Business Wire, August 4, 2008

-Alloy College Explorer Finds Students Setting New Records in Spending, Civic Engagement and Digital Connectivity

-Students Cast Their Vote for "Top Socially Responsible" Brands

NEW YORK -- The nation may be experiencing a cooling economy, but it's apparent that the economy on the college campus quad is booming. In findings released today, Alloy Media Marketing's 8th annual College Explorer, powered by Harris Interactive([R]), show this wave of students' spending habits, spheres of influence and concern for their habitat pacing at record figures.

Now the largest class in history, with 13.6 million college students (ages 18-30) arriving on campus this year, this influential group totes back a record $237 billion in consumer spending this year - up 20% since '07 and marking the largest jump reported since the study's inception. Notable rises are revealed across other key areas of influence, from their political and social concerns and purchasing preferences to the distinct evolution of their media connections - this year's study finds quad life markedly redefined with students setting the new curriculum.

"This year's class reveals an empowered group of consumers. From their purchasing decisions and media consumption to their pull at the polls, this college consumer is clearly in control and showing their strength in numbers", stated Dana Markow, VP, Senior Consultant, Youth Center of Excellence, Harris Interactive. "For any group striving to make an impact with the college class, the survey offers a quantitative depiction of this ever-evolving group and important insights into what it takes to succeed."

ECO-nomics

College students continue to demonstrate strong commitment towards the brands they feel are contributing positively to world issues and the environment. And with this years findings, it's clear students' preference for brands they perceive to be socially responsible is on the rise. A growing 41% (net) of respondents prefer socially responsible brands - compared to the 37% reporting last year and a 24% increase since '06 figures.

And what determines how these corporations are impacting society and earning high status with students? At the top and rising in importance over last year's statements, 69% expressed "donating money to a cause or charity" or "using eco-friendly or "green" business practices." Dropping slightly from top ranking last year, 68% stated "fair labor practices." Also of note, almost half (49%) give brands a hint on what might sway them, sharing that social messages incorporated into advertising have an effect.

Students also appear to be increasingly aware of the positive effect of their own actions. The study finds a record number of students recycling - 71% report doing so in the past six months, up a measurable 54% since 2006, and this wealthy bunch are proving to be philanthropic minded, with a significant 40% stating they have donated to a cause they believe in within the past six months.

As the nation heads towards an important election, the survey finds students more likely than ever to wield both their votes and their consumer power for good. With a vast majority of students (9 in 10), planning to cast their presidential vote in November and civic responsibility on their minds, Alloy asked students to cast their choice for the corporations they feel are the "Top Socially Responsible."

"Perception of social responsibility remains critical to garnering college students' brand loyalty. In current collegiate environment it is very cool to be 'good.' Brands who enable college students to reflect their own social responsibility by association have an advantage", commented Samantha Skey, EVP, Alloy Media Marketing.

"Although most students are judging corporate social responsibility via advertising and branding, they are quick to castigate the brands who they believe are not authentically and consistently committed."

The "Alloy U Awards" expand this year, giving students the opportunity to voice their opinions across the brand categories leading their purchases: Food and Beverage, Automotive, Personal Care, Retail, and Shoes/Apparel.

For 2008, the #1 choice for "Top Socially Responsible" Brand as recognized by college students in the following categories are:

* FOOD/BEVERAGE: YOPLAIT

* AUTOMOTIVE: TOYOTA

* PERSONAL CARE: BURT'S BEES

* RETAIL: TARGET

* SHOES & APPAREL: NIKE

* Yoplait, Burt's Bees, Nike and Target have each received Top 10 recognition overall in past rankings.

John Replogle, Burt's Bees President & CEO commented, "We are extremely honored to again be recognized by college students as a top socially responsible brand. It makes me incredibly optimistic about the future to see youth demanding socially and environmentally conscious behaviors of companies.

"It's humbling to know we're meeting their high standards. More than ever, Burt's Bees is committed to delivering the best natural personal care products that promote well-being. As a business, we commit to continuous improvement, driving for innovation and leadership in all aspects of social responsibility - it is part of our commitment to The Greater Good."